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Fútbol in the U.S. is experiencing unprecedented growth; high-profile tournaments such as the CONMEBOL Copa America and Leagues Cup this year are warming the country up for the highly anticipated 2026 FIFA World Cup that will be taking place in 16 stadiums across North America. This surge in fútbol’s popularity has left fans, particularly those of Gen Z, buzzing with excitement. With match accessibility being key to many Gen Z soccer enthusiasts, many of whom are U.S. Hispanic, there is a thrill of having the most competitive matches right in your backyard.
This summer, the spotlight was on the U.S. as it hosted Copa America, one of the most competitive soccer tournaments and the third most watched in the world. 16 Nations came together, igniting Hispanic communities and embracing their greatest passion. In 2021, Argentina and Brazil battled in the final, drawing 3.5 million viewers to Univision’s broadcast. Can you imagine the countless asados?
This growing interest in soccer coincides with a shift in how fans, particularly Gen Z, consume sports content. Over 90% of Gen Z sports fans use social media to consume sports content, with their favorite content being game clips and highlights, live events, athlete posts and behind-the-scenes interviews and videos. As more eyes shift to soccer and Gen Z engages with content beyond the matches, brands must seize opportunities to make an impact.
The influence of fútbol culture in the U.S.
The growth of soccer is crossing cultural lines, drawing everyone into its orbit. Celebrities are increasingly attending fútbol matches, leveraging their star power and influence to amplify the sport’s visibility and engagement.
Since Lionel Messi’s debut with Inter Miami CF in 2023, MLS has attracted over a million viewers to watch the season’s most anticipated matches. A-listers continue to be spotted in the suites and along the sidelines at Chase Stadium. Beyond attendance and endorsement, celebrities such as Matthew McConaughey and Will Ferrell are making concrete contributions to fútbol through ownership, investments in clubs, academies and other related ventures.
Women’s soccer has grown significantly and changed perceptions, with the U.S. Women’s National Soccer Team (USWNT) at the wheel. The USWNT is driving this change through its success and advocacy, leading to a surge in popularity, fan engagement and investment. Natalie Portman formed a first-of-its-kind ownership group that included stars like Eva Longoria and Jessica Chastain to start Angel City FC, which debuted in the National Women’s Soccer League in 2022. In 2023, the National Women’s Soccer League (NWSL) signed a $240M domestic broadcast deal with Amazon, CBS, ESPN and Scripps.